they would call on people to challenge themselves – to try new things, to go

further, to discover new abilities. the brand we created supports this ambition.

2012 london olympics logo by wolff olinsimage: wolff olins

the emblem is 2012, an instantly recognizable symbol and a universal formone already closely associated with the games in london. it is unconventionally bold, deliberately spirited and unexpectedly dissonant, echoing london’s qualities of a modern, edgy city.

containing neither sporting images nor pictures of london landmarks, the emblem shows that the games are more than london, more than sport. the games are for everyone, regardless of age, culture and language. the emblem is designed to be populated, to contain infills and images, so it is recognizable enough for everyone to feel and be part of london 2012.

2012 london paralympics logo by wolff olinsimage: LOCOG

for the first time ever, the olympic and paralympic games will share the same brand, using their own variant of the emblem. and in another first, the cultural olympiad will be able to share the brand. with the addition of the commercial partners, this will be the most cohesive olympic brand in history. new technology is being put in place to get everyone closer to the action and more deeply involved.

variations of the 2012 london olympics logo by wolff olinsimage: LOCOG

2012 london olympics typeface by aliasimage: alias

typeface by alias / gareth hague'the logo was already designed before alias became involved in the project,wolff olins had used our 'klute' typeface as its starting opine and because of thisthey thought out would be appropriate for us to design a typeface to accompany it.

the type was briefed and designed to work as a dramatic, powerful and characterful headline type, for use at large sizes, working within and supporting the logo's pre-defined system of angles and shapes. the typeface does this by being linear and graphic rather than typographic, by capturing a spirit of simplicity, modernity and angular geometry.

- gareth hague, alias

2012 london olympics pictograms by someoneimage: LOCOGpictograms by someone38 olympic pictograms designed by someone will be used on merchandise, signs and tickets, environmental graphics and signage - helping spectators find their way to their sport of choice when the olympics begin.

pictograms of each sport were first used at the 1948 games in london and have become a regularfeature of the olympic movement since the tokyo games in 1964. otl aicher's pictograms for the1972 olympics in munich are largely regarded as the design benchmark.

'we wanted to make sure that whatever we came up with was a great piece of design but it alsoworked hard for our identity… to create an asset that we, our licensees and our partners woulduse in more creative ways than just at games time - we really wanted to push the concept forthe pictograms and one of the outcomes of this was to create two style versions - a silhouetteversion used for high visibility and information-based applications, and a dynamic version usedboth as decoration and where a more exciting version is called for. - do I believe they could rivalthe munich games' versions? absolutely, because I strongly believe these will touch and inspireeveryone – whether in london, the UK or more widely around the world.'

- yasmine say, london 2012 organizing committee (LOCOG)

by continuing the outline of the logo 'shard' patterns are formedimage: futurebrandvisual identity system by futurebrand

as part of the mccann worldgroup, futurebrand’s role involved developing the ‘look’ of london 2012

and an developing an identity system that works across every touchpoint. from venues, signage,

and athletes would come into contact with during the course of london 2012, both in london

and across the UK.

'the core idea was to use the lines and shards ?that the logo emanates, creating a 'burst of energy'.? whether the entire field of play with the seating becoming a huge graphic, or simply surrounding the olympic rings with the burst, printed on a coral on the field of play. it all goes back to the idea of a festival of human endeavour, with athletes pushing beyond their personal best.'

'the grid is used in a flexible and dynamic way, creating shards patterns and textures that radiate from a central focal point. the joy of this graphic device is that it can be adapted across lots of different spaces and places yet remain clearly recognisable and consistent.this means we can tell a single design story, from the seating bowl designs to the patterningon the concourse.'

'the ensuing look is provocative, unexpected, distinctive and bursting with life.it captures the youthful spirit of london and the energy of the games. this core look has evolved to create separate but related identities for each of main sub brands that are a vital part of the london 2012 experience such as – games makers, get set programme, torch relay and london 2012 festival. each has to remain true to the core spirit of the games but develop a distinct take on it.'

- matt buckhurst, creative director, futurebrand london

drawing showing how the 'shard' gird pattern is applied to stadium seatingimage: futurebrand

olympic stadium seating by futurebrandthis is a good examples of how the grid system can be applied even to the largest applications.this design approach was used at a macro level across stadia and concourses down toa more micro level on individual corals around the field of play where the focal points of theburst are the olympic rings.

as the budgets were never going to be on the scale of beijing we came up with clever ideas, like building the visual look into the seating bowls and flooring (no extra cost for changing the seat colours or aggregate used on concourse areas).

drawing showing how the 'shard' gird pattern is applied to stadium seatingimage: futurebrand

olympic stadium seatingimage: LOCOG / getty

seating and staidum wrap at the olympic stadium image: LOCOG / gettytrack numbers set in the 2012 typeface designed by aliasimage: LOCOG / getty

surface architects were appointed to work with LOCOG and ISG in the design and delivery

of a family of high profile wayfinding structures for the 2012 olympic park. the proposals combine

historic vectors and iconic influences into a highly distinctive design that fits LOCOG’s original

‘look and feel’ brief. TFL's johnston typeface is used on the signage in addition to using the 2012 typeface.

'each form incorporates LED backlighting, creating a field of glowing beaconsacross the stratford park. six 7m high zone beacons, five 15m high major beacons and two 12m highentrance gantries are currently being constructed. all are designed from sustainably sourced fabricsand will be dismantled, recycled and reused post games.'

while heneghan peng architect's central park bridge falls under the olympics architectural program

we have included it here because of its graphic nature, for sure this will be a favorite of broadcasters

and photographers.

the central park footbridge spans over the river lea at a focal point between the olympic stadium and aquatics centre, and features both permanent and temporary elements to integrate games and legacy use.

detail of the multicolored rubber deck featured on the central park bridge by heneghan peng architectsimage: LOCOG / getty

the bridge features two permanent footbridges linked by a central blade-like walkway, creating a ‘z’ shape clad in mirror-finish stainless steel that spans the river lea. for games-time, a multi-coloured temporary deck has been placed between the permanent spans of the bridge to increase the width, allowing it to carry increased spectator numbers. the temporary games-time bridge deck has been covered with a multi- coloured rubber surface inspired by the london 2012 brand colours.

after the games, the temporary bridge surface will be removed to create new links from the olympic park concourse level down to the river tow paths and carpenters lock, a 1930’s historic structure on the river lea owned by british waterways.

central park bridge by heneghan peng architectsimage: LOCOG / getty

the areas around the legacy bridge will be landscaped to create new meeting spaces and the permanent structural elements of the bridge will be further revealed with its mirror-finished stainless steel cladding designed to reflect the sunlight off the water in the river lea. a total of 125 tonnes of steel was used in the construction of the central park bridge which has a games-time width of 58 metres, with the two main permanent sections spanning 30m in length.

the central park bridge, which was last week shortlisted in the prime ministers better public building awards, is part of the wider structures, bridges and highways project – the single biggest construction project the oda has delivered to create new connections across the olympic park. construction work is now 90 per cent complete on more than 30 new bridges and underpasses that cross waterways, roads and rivers to create a connected, open and accessible olympic park for games and legacy.

fully dressed water polo venueimage: LOCOG / gettyarchery which will take place at lords cricket ground will look something like thisimage: LOCOG / gettyhockey field using the london 2012 brand colorsimage: LOCOG / getty

dressed BMW with graphics by futurebrand will make up the majority of the 2012 olympics vehicles fleetimage: futurebrand

dressed BMW with graphics by futurebrand image: futurebrand

dressed BMWs with graphics by futurebrand image: futurebrandwalk in the park identity by futurebrandimage: futurebrand

walk in the park identity by futurebrand‘walk in the park’ gives you the chance to see the olympic parklands from a completely different angle,surrounded by meadows, trees, flowers and wildlife – and to discover fascinating facts aboutits history and redevelopment. whether you have time for a 30-minute stroll or a three-mile walk,it’s the perfect way to explore the olympic park - just follow the butterflies along the trail.

view of the parklandsimage: LOCOG / getty

250 acres of new parklands, on former industrial land, that will provide a colourful and festival atmosphere for the london 2012 games and afterwards become the largest new urban park in the UK for over a century.

over 1,500 trees have been planted along with thousands of wetlands plants and the wetland bowl in the north of the park is complete with 15,000 square metres of riverside spectator lawns,timber seating, frog ponds, loggeries, wetlands, woodlands and tree-lined footpaths.

walk in the park identity by futurebrandimage: futurebrandjust follow the butterflies along the trailimage: futurebrand

olympic torch relay identity by futurebrandimage: futurebrand

torch relay identity by futurebrandthe olympic flame is an iconic symbol. the moment when the torch passes throughtheir neighbourhood is the moment when the olympic games becomes ‘real’ to them.it is a moment when people feel connected to what can seem like a distant entity.we wanted to make the most of this feeling of being ‘part of it’. we invited the publicto nominate people they knew personally, inspiring people, to become a torch bearer.we encouraged the public to ‘give people their moment to shine.’

the sentiment is reflected in advertising and design. the design used the idea of reflected and refracted light, always harking back to the flame itself. this design motif appears across print, web and even the livery of the british airways plane bringing the flame from athens.

at the end of the application process we had found enough inspirational people to fill the available torch bearer places tenfold. everyone nominated by their own peers, nominated to proudly bear the torch through the streets of their own neighbourhoods.

british airways firefly with graphics by futurebrandimage: futurebrandaaron bell holds the olympic flame at the historic estate of temple newsam in leeds at the end of day 37 of the london 2012 olympic torch relayimage: LOCOG / getty

olympic torch by barberosgerbywinner of the london design museum 'design of the year' 2012, the torch is made froma golden aluminium alloy that is perforated by 8000 circular holes, each representing one ofthe 8000 torch-bearers that will take part in the olympic relay. it has a height of 800mm andweighs 800g. more information about the torch can be found here and here.

paralympic graphics on the torch designed by barberosgerbyimage: LOCOG / getty

medals by david watkinsimage: LOCOG / getty

medals by david watkinsthe medals' circular form is a metaphor for the world. the front of the medal always depicts the same imagery at the summer games – the greek goddess of victory, nike, stepping out of the depiction of the panathinaiko stadium to arrive in the host city.

the core emblem is an architectural expression, a metaphor for the modern city, and is deliberately jewel-like. the river thames in the background is a symbol for london and also suggests a fluttering baroque ribbon, adding a sense of celebration. the square is the final balancing motif of the design, opposing the overall circularity of the design, emphasizing its focus on the centre and reinforcing the sense of 'place' as in a map inset. the ribbons used for the medals were designed by futurebrand.olympic winners podium by kimsimage: kims

podium and ceremonial costumes by RCA studentsthe royal purple podiums and costumes were created by students at the royal college of art (RCA) in london.the students have worked with london 2012 over the last eight months to create and develop the designs.

when designing the podiums, the team of students - gaetano ling, hong-yeul eom, luc fusaro, heegun koo and yan lu - used dynamic lines representing the energy that the games and athletes represent. 40 podiums will be used across all the victory ceremonies and approximately 4,400 medal-winning athletes will stand on them to celebrate their success formally.

olympic winners podium and ceremonial cotumeimage: LOCOG / getty

the ceremonial costumes will be worn by games maker volunteers in athlete and presenter escort roles and flower and medal bearer roles. the elegant and dynamic designs by students thomas crisp and trine hav christensen represent london and its architecture with a modern twist. when designing the costumes the students were inspired by greek mythology as well as british heritage. a hat will also be worn by the presenter escorts. the inspiration for this design by former student zara gorman included the architecture of the london 2012 olympic and paralympic games venues combined with aspects of british tailoring and sportswear.

tickets by futurebrandimage: futurebrand

tickets by futurebranddesigned by futurebrand, the tickets incorporate someone's pictogram designstoegther with images of the venues each ticket features the relevant sport pictogram.a specific colour scheme is used to denote each venue and use a hologram, a barcode as security measures.

olympic merchandise store by futurebrandimage: futurebrand

merchandise shop by futurebrandthe merchandise shop had to reflect the core brand values of london 2012.but, it also had to be an efficient and commercially viable retail space,driving flow through the shop and up to the till.

olympic merchandise store by futurebrandimage: futurebrand

olympic mascots 'wenlock' and 'mandeville' by irisimage: futurebrand

'wenlock' and 'mandeville' mascots by iris'wenlock' and 'mandeville' designed by iris are just as flexible as the rest of the 2012 identity, with their appearance changing to incorporate different elements of the branding elements. the one-eyed characters were created from the last two drops of british steel used for the london 2012 olympic stadium - more information on the mascots can be found here.

london 2012 festival billboard by futurebrandimage: futurebrand

london 2012 festival identity by futurebrandthe cultural olympiad runs alongside the olympic and paralympic games. it is a little knownand often misunderstood part of the games experience. the challenge is to drive awarenessof it and make it seem inviting and approachable. for many people ‘culture’ can seem heavyand ominous. calling it london 2012 festival was the first step to making it more accessible.the second step was the development of the pink ribbon, a symbol of celebration and inclusiveness.